Over the last several months, it has been almost impossible to ignore, the idea that civility must return to public discussion. Political campaigns are mentioning it. Citizens across the United States, in increasing numbers, seem to be embracing the possibilities of discussions on vital public issues that could fall short of the “scorched earth” approach.
In fact, in Tallahassee, Fla., community leaders there are working both locally and through a Web site to start talking to their neighbors again, just like in the very early days of this nation. Check www.tothevillagesquare.org for the details.

I was particularly intrigued by this comment from the group’s Web site, “Decisions made using bad facts tend to yield bad results. Sure, it’s fun to debate using only the facts that support our pre-existing conclusion, but unless we labor to understand facts that weigh against (original emphasis) our conclusion as well, we’re going to make mistakes, maybe BIG (original emphasis) ones. Here at The Village Square, we’re running with the whacky concept of understanding the facts before we draw conclusions.”

Understanding the facts before the conclusions are drawn. Hmm. This whacky concept must just take hold in the sign industry, if we are lucky enough. Consider the dialogue between sign owners or manufacturers on the one side and planners and citizen review board members on the other side. Anti-sign prejudice is too often present in zoning hearings, I’ll admit. But whose fault is that?

Signs as the Solution, Not the Problem
Let’s adopt the wisdom of the “to The Village Square” folks and understand the facts that “weigh against” our conclusion (that conclusion is usually, I need my sign allowed with no compromise). In my last two columns, I have spotlighted two particular issues: sign clutter, and sign code shakedown plaintiffs, who wrap themselves in a constitutionally valid argument for the sake of some very mercenary motives.
We have a compelling story to tell about the effectiveness and safety of well-deployed signs. You know that. I know that. But too often we end up “preaching to the choir.” We showcase absolutely top-notch sign design in this magazine and among the trade associations. We do so because that is the “fact” that we see and believe.

But the planners and citizen review boards see another set of “facts” which, to use The Village Square logic, “weigh against” our pre-conceived conclusions. Instead, the other set of “facts” point to ugly or poorly-maintained signs or confuse billboards with on-premise business identification.

The challenge is to tell our story well and often. Three rules should guide us:

1. We must tell our story with civility–those other “facts” sitting across the table are not the enemy;
2. We must tell our story with clarity, and finally;
3. We must tell our story with passion, the passion borne of the pride which each of us shares in our craft, in our business, in our product’s contribution to the greater community.

(The story is not necessarily a new one. See below, “Friendly Signs” for a glimpse of what the electric sign industry promulgated, circa 1987. The brochure, long out of print and produced by the National Electric Sign Association, was written for a young audience. Imagine a six-year-old who read this message 20 years ago, and now…maybe is a planner, or sits on a citizen review board. Or, maybe, is presenting the “facts” of sign aesthetics and sign safety.)

Friendly Signs

In 1987, the National Electric Sign Association used brochures to teach young people about the importance of signs.

“Signs are important in our daily life. Almost everywhere we look, on street corners, on buildings, in windows, and along road sides; signs are there to direct and inform us. Unfortunately, we see them so often, they’re taken for granted.

“But imagine the confusion if we woke up one day and all the signs in the world had disappeared! Unmarked streets. Bare buildings. Roads without direction. Just think of the terrible commotion wherever we went.

“School bus drivers wouldn’t find the streets where school children lived. Mailmen couldn’t deliver mail without street names or house numbers. Policemen, firemen and ambulance drivers would be delayed getting to people who needed help…”

“… Imagine traveling cross country or to the beach, or to the mountains, or to the zoo. How would we find directions to food, fuel, motels, or rest rooms without our friendly signs. Even truck drivers hauling food to markets wouldn’t know what exits to get off!”

“Early signs were put up to help travelers, then tavern keepers hung signs to show travelers where to eat and sleep. Soon every business advertised its trade with signs…”

“Stop taking signs for granted. Pay attention to what they say. If you see a sign in need of repair or paint, then why not tell its owner? Restoring its beauty would be a way to reward our silent friends who never take a holiday or hide from the weather.
“Don’t forget a sign’s importance. Every day it helps someone. The next time a simple glance at a sign helps you, why not say to it, “Thanks. What would we do without you?”

©1987 National Electric Sign Association

The Fine Print: This column is meant to explore issues of importance to the sign industry, and your business. I am not offering legal advice. Consult with your attorney or other business advisor before considering any of the ideas discussed in this column.